John Lewis & Partners

John Lewis, Waitrose and their parent company, John Lewis Partnership have undergone a rebrand to create a unified identity and celebrate employees being partners of the business.

6 Sep 2018

Unifying three brands

This week, John Lewis Partnership, John Lewis and Waitrose unveiled a new brand to unify the three brands and celebrate employees being partners of the company. The new brands developed by Pentagram use a versatile system that can be applied effectively across a wide range of products, from fashion in John Lewis to food in Waitrose, and introduces '& Partners' to Waitrose and John Lewis in reference to their employees.

Working with a range of large organisations, we’re well experienced in developing adaptable sub brands and thoughtful, uniting identity systems that build on a brand’s history. The new John Lewis Partnership brand has been developed from their identity created in 1960, inspiring the ‘Brandlines’ logotype that now features at all three brand touchpoints from packaging, products and bags, to lorries, labels and apps. A new colour palette has also been introduced; Partner Green is intended as a colour reserved for partners only that anchors all three brands, with John Lewis having its colour palette neutralised to work alongside their variety of products, and Waitrose having an enhanced colour palette to compliment the food. 

We’re looking forward to seeing the brand implemented in our local John Lewis and Waitrose shops and taking inspiration for our own projects in retail. Interested in something similar or want to see some of our work? Get in touch or view our portfolio here.

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